The grassroots anti-bullying campaign “Flip the Script” was created by the R&R Partners Foundation in response to the rash of bullying-related suicides among children and young adults in the U.S. The “Flip the Script” messaging addresses why kids bully and encourages anyone who witnesses an act of bullying to take a stand against it.
While we have made great strides statewide, our big picture goal was to create a national movement. This led to our partnership with Characters Unite, USA Network’s award-winning public service program, which also addresses social injustice. Together, we created the national “Flip the Script Commercial Challenge,” inviting kids ages 13-18 from across the nation to submit concepts for :30 anti-bullying PSAs in the form of homemade videos, storyboards, scripts or essays. The winner would receive an all-expense paid trip to the USA Network studios in New York City to participate in the production of their spot, which would run then on the network through the month of February 2014.
By the November 30th deadline, the R&R Partners Foundation had received 243 submissions from children in 42 states. The entries were touching, heartfelt, creative and often brilliant. But the one submitted by Lauren Bush of St. John’s Episcopal School in Dallas, Texas, emerged as the favorite.
Lauren and her mother were flown to New York to go behind the scenes as her commercial was being produced. The PSA was directed by Damon Pablo and produced by Pilot Productions. Sixteen 19’s Pat Carpenter and Anthony Cortese edited the spot, and Patrick DeVine provided the color finishing.
And, as an exciting bonus, Lauren and her mother appeared on NBC’s TODAY with Kathie Lee and Hoda to spread the message of anti-bullying.
To view the winning PSA, visit: http://youtu.be/LEBia-lbwmo
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